{3/21} This Week In Medical Advertising
- How Medical Marketing Has Changed Over The Past 20 Years? Dartmouth Institute for Health Policy and Clinical Practice came out with a recent study about how the medical marketing industry has changed over the past 20 years. A few highlights include increased spending on disease awareness from $177 million to $430 million. Many of the campaigns focused on disease symptoms, mental health, and other health concerns including low testosterone. There has also been a major ad increase over time for health centers and hospital systems. The largest share of hospital marketing was for cancer centers, which increased from $18 million to $200 million. With the growth of digital, medical marketing has evolved over time. In order to continue patient growth and awareness it’s important to add digital marketing into the mix with your other traditional marketing efforts. This will help your practice reach a larger audience. As marketers, we are reacting to changing platforms and developing strategies to help your practice quality leads.
- LinkedIn Launches New Targeting Ad Options LinkedIn continues to grow the targeting tool options for online advertising on the platform. The three new options are ‘lookalike audiences’, ‘audience templates’, and the addition of Microsoft Bing search data. The lookalike audiences tool will match user data uploaded by the marketer and match it against LinkedIn’s data. By applying segments to ads based on job title and position this can help ensure you get your ad in front of the right decision makers. The audience templates option will let your marketer search for a segment that best fits your practice offerings. This is a better option if you are unsure of your target market. LinkedIn will continue to expand this option. The last targeting method is implementing Bing Search Data. This will incorporate users search data and related searches from Bing. If you are interested in the latest updates from LinkedIn read more here. Our advertising team can help your practice strategically reach potential customers across multiple online social platforms. These updated targeting practices from LinkedIn could help your practice target a specific decision maker or professionals in your industry.
